Marvel Launches TV Division

Having becoming a feature film force, spawning blockbuster franchises such as "Spider-Man" and "Iron Man," Marvel Entertainment is setting its sights on television. The comic book company is encroaching even further into Hollywood, with the launch of its newly created small-screen division.

The television wing will be overseen by Jeph Loeb, the Emmy-nominated writer of NBC's recently canceled "Heroes," the company announced on Monday.

As executive vice president, head of television, Loeb will work to translate Marvel’s characters and stories to television in both live-action and animation form.

In addition, Loeb will oversee the development and distribution of live-action, animated and direct-to-DVD series.

Loeb also has extensive experience on the pen-and-ink side of comics, winning an Eisner Award for his work with Marvel and writing such popular characters as Captain America and Batman. Not only was Loeb integral in finding a comic book formula that worked in primetime through his work on "Heroes," he also helped transform rival DC Comics' hero Superman into the protagonist of CW's "Smallville' (2001-10).

Loeb was also a writer and producer on "Lost" and the writer of the feature films "Commando" and "Teen Wolf."

"Jeph’s work on multiple award-winning television series and popular films has shown fans worldwide his ability to deliver thrilling entertainment in a number of media. With Jeph as our EVP, fans will experience the highest quality and most exciting television projects featuring their favorite Marvel characters,” Alan Fine, executive vice president, office of the president and chairman of Marvel Studios’ creative committee, said in a statement.

Though Marvel had some past success turning its comic book characters into live action television shows way back with "The Incredible Hulk" with Bill Bixby (1978-82), most of its recent television hits have been on the animated end. Both "Spider-Man" and "X-Men" have been turned into popular and long-running animated series.